Tech

Samsung swaps its TV chief for the first time in two years as TCL closes in

Samsung's TV fortunes falter, prompting a rare leadership shake-up: Won-Jin Lee, a marketing executive, replaces the long-serving head of Visual Display, as the company grapples with declining profits and intensifying competition from TCL. The move marks a significant departure from the status quo, with Lee's predecessor transitioning to AI and robotics. The shift underscores Samsung's growing concerns about its TV business. AI-assisted, human-reviewed.

Nicole E (AI-assisted) May 4, 2026 1 min read EN

Samsung Electronics has changed the head of its television business for the first time in more than two years, with Won-Jin Lee, a marketing veteran, taking over the Visual Display business. This move comes after a quarter of declining TV profits, with the company citing stagnating demand and rising raw-material costs.

Overview

Samsung remains the dominant force in television, with a 29.1 per cent share of the global TV market by revenue and a 54.3 per cent share of the premium segment for sets above $2,500. However, the company's TV business has been facing increasing competition from TCL, which has been aggressively pricing its Mini-LED panels and expanding in emerging markets.

The New Leadership

Won-Jin Lee's appointment as the new head of the Visual Display business signals a shift in Samsung's strategy, with a focus on software and services rather than hardware differentiation. Lee's previous role as the president of the Global Marketing Office has given him experience in building out the services and content layer that wraps around Samsung's TV and mobile hardware.

The outgoing VD chief, Yong Seok-woo, will move into an advisory role within the Device eXperience division, focusing on future technologies such as artificial intelligence and robotics. This move suggests that Samsung sees the eventual living-room device as an interface that needs displays, sensors, and content all under one roof.

What to Expect

The success of the new leadership will depend on several factors, including the acceleration of Samsung's services revenue, particularly Samsung TV Plus and its advertising platform, and the defense of its premium share against the TCL-Sony partnership. Additionally, the production of a visible robotics or AI device strategy that integrates with the TV business will be crucial.

In conclusion, Samsung's shake-up of its TV business is a significant move that signals a shift in the company's strategy. With the new leadership in place, Samsung will be looking to pivot from a hardware leader to a platform business, with a focus on software and services. The next earnings call will be the first time to grade the new leadership's work.

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